News this week that Xerox picked Omnicom group Interbrand to develop a fresh interpretation (left) of their somewhat stodgy all caps rendering that’s been in use since, well, since ’04. Nuts and bolts include the following: cost unknown, but they didn’t use a part-time freelancer who moonlights at the community college; rollout to take 18 months; applications range from biz cards to equipment badging. Stated goal is a rebranding (here’s my take on the process) from a copier company to communications omnipotence – or something close. Oooo-kay.

Our favorite look remains the starkly unique pixelated version by Landor back in ’94. First reviews from suppliers and vendors are generally congratulatory, as might be expected. Designers, however, seem to be taking a more jaundiced view, unwowed by the Shiny Bright Thingie that’s also animated.

My initial reaction is the to me unbalanced relationship between the dimensional sphere and the wordmark. Nobody asked, but it seems a bit discordent. Meanwhile, if this doesn’t work look for Bold New Graphics in, say, 2010.